Lycos subsidiary Ybrant Digital Media announced Thursday that it’s rebranding itself as Brightcom Media -- complete with a new tagline, site and logo.
The Tel Aviv-based company is also expanding into the U.S. and APAC markets.
The rebrand (new logo on left) aims to make the company's different assets work together as a holistic offering and also put its tech front and center.
Brightcom CEO Gali Arnon said when she joined the company a year ago, she realized that with its many subsidiaries and identities, Ybrant had a disparate narrative. There was a common factor that united all the elements: the combination of tech and service, she said.
"I think this is one thing that is part of our DNA," she said. "[We're] a global company working in the programmatic world, but we still have very strong human connections."
On the programmatic front, Brightcom will expand its advertising product portfolio, introducing a header bidding and in-view solution, with ads that begin to play when the unit is more than 50% in-view.
In the coming months, Brightcom will focus on the U.S. presidential election and offer specific audience segments for digital ads. The company is also going to leverage its relationships with owned-and-operated sites like humor site Cheezburger, which Literally Media, a company that’s part of Brightcom's group, acquired earlier this year. Acquisitions like these put the company in "a very strong position in the millennial vertical," Arnon said.
Brightcom's clients include P&G, Pepsi, the BBC, MTV, Turner, Mac cosmetics, Western Union, HBO, The New York Times, Comcast, Microsoft and Nickelodeon.